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the former new forces "wei xiao li" have now become "li wei xiao", and the pattern has been reshaped. ideal has been profitable for seven consecutive quarters, while weilai and xiaopeng are still in a loss-making state. against this background, weilai and xiaopeng have launched "volume-driving" models to seek higher sales and try to reverse the current loss dilemma.

on the evening of september 19, nio's ledao brand held a press conference to announce the first model of the ledao brand for the mainstream family market. ledao l60 is officially launched, positioned as a mid-size suv. it is reported that the car is comparable to tesla model y, and the starting price of the whole car is 206,900 yuan, which is lower than the pre-sale price of 219,900 yuan. if the battery is leased, the price of the whole car starts at 149,900 yuan.it is worth noting that li bin, ceo of nio, did not show up. the press conference was hosted by ai tiecheng, senior vice president of nio and president of ledao automobile.

not long ago, xiaopeng motors' mass-market xiaopeng mona m03 was officially launched, with over 30,000 orders in 48 hours. can ledao l60 achieve the same market performance?

down to 149,900 yuan

on september 19, ai tiecheng introduced at the press conference that the purchase price of the ledao l60 vehicle starts at 206,900 yuan, and the long-range version starts at 235,900 yuan. after the "car-battery separation", the baas battery rental service is adopted, and the price of the l60 is as low as 149,900 yuan, and the monthly battery rental fee is 599 yuan to 899 yuan. ledao l60 will start delivery nationwide from september 28.

in addition, users who place an order before october 8 can also get 41,000 yuan in benefits. the price of ledao l60 is about 10,000 yuan lower than the pre-sale price.

image source: screenshot of the press conference live broadcast

it is reported that ledao has 304 available battery swap stations. by the end of this year, ledao will provide more than 1,000 available battery swap stations, connecting to more than 23,000 self-built charging piles and more than 1 million third-party charging piles.

"we are confident in the comprehensive competitiveness of the ledao l60 product. we hope to achieve 10,000 deliveries in december this year, and 20,000 vehicles per month at some point next year," li bin said at the second quarter earnings conference.

since the beginning of this year, faced with fierce market competition, new energy vehicle companies have launched mid- and low-end priced models for the mainstream market.

in april this year, ideal auto launched its first model priced under 300,000 yuan, the ideal l6, with a starting price of 249,800 yuan. it was a hot seller after its launch. on september 19, ideal announced that the ideal l6 had delivered more than 100,000 units in the five months since its launch, with an average monthly delivery of more than 20,000 units.

on august 27, xiaopeng officially launched its low-priced "high-volume" model, the xiaopeng mona m03, with a price range of 119,800 yuan to 155,800 yuan. the number of pre-orders exceeded 30,000 within 48 hours of its launch. compared with xiaopeng motors' existing models, the price of the mona m03 has further dropped.

can the situation be reversed?

can nio and xpeng reverse their current anxiety about losses by lowering prices and launching high-volume models?

in the second quarter of this year, nio achieved revenue of 17.446 billion yuan, a year-on-year increase of 98.9%; and a net loss of 5.046 billion yuan.

at the tenth anniversary, xpeng motors is still not profitable. xpeng motors' financial report shows that in the first half of this year, although its revenue has increased significantly, it is still in a loss-making state. in the first half of the year, it achieved revenue of 14.66 billion yuan, a year-on-year increase of 61.2%; net loss was 2.65 billion yuan, which was narrowed year-on-year.

judging from the sales or orders of ideal l6 and xiaopeng mona m03, the new forces that previously focused on the mid-to-high-end market have been relatively successful in their "lowering prices" strategy. so how will nio's ledao l60 perform in the market?

li bin believes that ledao is targeting a market of more than 8 million vehicles. combined with baas and charging and swapping networks, it is very competitive. from the perspective of sales, its upper limit is very high. ledao's medium- and long-term business goal is a 15% gross profit margin for the whole vehicle.

however, the price range of ledao is the mainstream market price range. the passenger car market below 300,000 yuan has long been a red ocean, and there are many popular new energy and fuel vehicles. in particular, many models under byd are very competitive in this price range, attracting a large number of consumers.

it is worth noting that nio is also planning a third brand to accelerate the construction of a diversified strategy. li bin said at the second quarter performance meeting: "starting next year, nio, ledao and the third brand will cover the range of 140,000 yuan to 800,000 yuan. if baas is used, it will cover the target range of 100,000 yuan to 700,000 yuan. the target market is broader than that of competitors.